Western Village

What Western Village does

Western Village Inn and Casino is a casino hotel property operating in Sparks, Nevada, founded in 1983 and serving the Reno-Sparks market for over 40 years as a self-described local's hotspot. The property combines gaming, lodging, and food and beverage under one roof, comprising 145 rooms and suites (King, Queen, and King Suite categories with kitchenettes), more than 800 slot machines with 100% Ticket In/Ticket Out technology, a full-service sports book with mobile wagering capability across Nevada, four restaurants (The Steak House, Pancho & Willie's, Cafe Bellini, and Primo Pizza), four bars and lounges, and a VIP casino host program.

The underlying technology stack is standard hospitality and gaming infrastructure: an LMS property management and online reservation booking engine, Sertifi for credit card authorization forms, Google Analytics for web analytics, Ticket In/Ticket Out slot hardware with LCD monitors, and facial recognition systems for surveillance across public areas and entry/exit points. The mobile sports betting application (Peppermill Sports Book App) extends wagering across Nevada on iOS and Android, and the Passport Rewards loyalty program with five tiers is integrated across Western Village and sister property Peppermill Reno via the One Card system.

The business model generates revenue across four streams — casino gaming (slots, table games, sports book), hotel accommodations, food and beverage, and loyalty comp redemptions — serving a diversified mix of gaming enthusiasts, hotel guests, diners, VIP and high-roller players, and Northern Nevada community organizations. The property is privately held under Peppermill Resort Spa Casino, which provides shared HR and administrative functions, and operates direct-to-consumer through walk-in traffic, online and phone reservations, email promotions, and on-property events. Firmographic data lists 17 employees, which is inconsistent with a multi-venue casino hotel operation and likely reflects a scraped field rather than actual operational headcount.

Name

Western Village

Legal name

Western Village Inn and Casino

Website

https://westernvillagesparks.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Western Village Inn and Casino is a privately held casino hotel in Sparks, Nevada, operating since 1983 under Peppermill Resort Spa Casino, serving Reno-Sparks locals and visitors with 145 rooms, 800+ slot machines, a sports book with mobile wagering, four restaurants, and the Passport Rewards loyalty program.

Ownership category

akta.pro rank

Product category

Casino & Hotel Hospitality

NAICS

Casino Hotels (721120)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Urban Casino Hotels (THAGAJAB)

akta.pro secondary industry

Integrated Casino Resorts (Casino + Hotel/Entertainment) (MPAEAAAA)

Keywords

• Casino gaming
• Hotel accommodations
• Sports betting
• Casino resort hospitality
• Loyalty rewards program

Headquarters

HQ city

Sparks

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Casino Gaming: Revenue from slot machines, table games, and sports book wagering. Includes progressive jackpots and cash promotions.
2. Hotel Accommodations: Room reservations across 145 rooms and suites including King Rooms (330 sq ft), Queen Rooms (330 sq ft), and King Suites (860 sq ft)
3. Food and Beverage: Dining revenue from four restaurants: The Steak House (award-winning), Pancho & Willie's (Mexican), Cafe Bellini (24-hour coffee shop), and Primo (pizza). Four bars and lounges also generate F&B revenue.
4. Loyalty Program Comps: Passport Rewards program generates revenue through tracked gaming activity, tier point accumulation, and cross-property spending at Peppermill Reno

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Western Village Inn and Casino is a casino hotel property in Sparks, Nevada that operates slot machines, video poker, table games, and a sports book alongside a 145-room hotel, four restaurants, and four bars. It sells overnight accommodations, gaming entertainment, food and beverage service, and on-property and mobile sports wagering, supported by a Passport Rewards loyalty program shared with Peppermill Reno.

Product overview

Western Village Inn and Casino is a casino hotel property operating as a unified hospitality and gaming venue in Sparks, Nevada. The property comprises three core service pillars: (1) Hotel accommodations with 145 rooms and suites including King Rooms, Queen Rooms, and King Suites with kitchenettes; (2) Casino gaming featuring over 800 slot machines and a comprehensive Sports Book with mobile betting capabilities; and (3) Dining options including four restaurants (The Steak House, Pancho & Willie's, Primo Pizza, and Cafe Bellini), four bars, and room service. The property also operates the Passport Rewards loyalty program with five tier levels, enabling guests to earn Tier Points and Comp Dollars across gaming, dining, and hotel services. The Passport Rewards program is integrated with sister property Peppermill Reno through the One Card system, allowing combined tracking across both properties.

Differentiator

Problem solved

Functional benefit

Brands

• Passport Rewards: The loyalty rewards program at Western Village, combining play tracking across Western Village and Peppermill Reno properties.
• Western Village Sports Book App
• The Steak House
• Pancho & Willie's
• Cafe Bellini
• Primo

Products and services

• Western Village Inn and Casino (Property Experience) The combined casino hotel property in Sparks, Nevada, offering gaming, hotel accommodations, dining, and sports wagering under one roof for local and visiting guests.
• Hotel Rooms and Suites

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• LMScoreTechnology or IntegrationLMS provides the property management system and online reservation booking engine for Western Village. The booking functionality at booking.wvsparks.com is powered by LMS, enabling room reservations, rate management, and guest booking processing.
• Peppermill ResortscoreOthersPeppermill Resorts is the parent company/network linking Western Village with Peppermill Reno. The One Card program combines Passport Rewards across both properties. Tier Points and Comp Dollars earned at either property apply to both. Comps can be redeemed at either Western Village or Peppermill Reno.
• Princess Cruise LinesminorStrategic or Co-development PartnerPrincess Cruise Lines partners with Western Village's Passport Rewards program to offer cruise rewards. Platinum tier members receive complimentary interior cabins for two; Diamond and Chairman tiers receive complimentary balcony cabins for two aboard Princess Cruise Lines for 4-7 day itineraries to Alaska, Caribbean, California Coast, or Mexico.

Scale indicators8 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• Nugget Casino Resort: Sparks, NV-based casino hotel owned by the same family that historically operated a major Sparks locals property. Directly comparable as a Sparks locals casino hotel competing for the same neighborhood gaming and overnight-stay demand.
• Atlantis Casino Resort Spa: Full-service casino hotel in Reno, NV with 800+ rooms, multiple restaurants, a spa, and a large gaming floor. Directly comparable to Western Village on integrated casino + hotel + dining model and target Reno-Sparks local/regional guest base.
• Grand Sierra Resort: Large Reno casino resort with hotel rooms, gaming, multiple F&B outlets, and entertainment. Competes with Western Village for the same Reno-Sparks gaming and stay demand and is a comparable locals-and-regional-visitor integrated property.
• Circus Circus Reno: Mid-sized Reno casino hotel on the downtown strip with gaming, hotel rooms, and family-friendly entertainment. Comparable in scale and target market (Reno-Sparks locals and value-oriented regional guests) to Western Village.
• Silver Legacy Resort Casino: Downtown Reno casino hotel connected to Eldorado and Circus Circus via a shared player loyalty program. Comparable integrated casino + hotel + dining operations targeting Reno-Sparks locals and drive-in regional visitors.
• Eldorado Resort Casino: Downtown Reno integrated casino hotel with hotel rooms, gaming floor, F&B, and entertainment. Comparable on integrated operating model and Reno-Sparks local/regional customer overlap with Western Village.
• Boomtown Casino & Hotel Reno: Reno-area casino hotel owned by Penn Entertainment with gaming floor, hotel rooms, RV park, and F&B. Comparable locals-and-regional-visitor integrated casino + hotel property in the broader Reno-Sparks trade area.

Broad incumbents

• Peppermill Resort Spa Casino: Parent/sister property to Western Village and the larger Reno-Sparks integrated resort. Operates the shared Passport Rewards loyalty program and mobile sports book app, providing the network effect that anchors Western Village's customer base.
• Station Casinos (Red Rock Resorts): Las Vegas locals-casino operator (Green Valley Ranch, Boulder Station, Palace Station, etc.). Comparable on the 'locals casino hotel' operating model — gaming + hotel + F&B focused on repeat local guests rather than destination tourists — making Station Casinos a strategic benchmark for Western Village's customer-loyalty-driven economics.

Regional players

• Sam's Town Hotel & Gambling Hall: Las Vegas locals casino hotel operated by Boyd Gaming with gaming, hotel rooms, F&B, and a bingo hall. Comparable operating model to Western Village (locals casino + hotel + dining) but serves a different geography (Las Vegas Valley vs. Reno-Sparks).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WesternVillageSparks
• LinkedInlinkedin.com/company/western-village

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Western Village